Sustainable? Green Washing? What is Deadstock Fabric?

At Amie Ellis, we aim to reduce fashion waste by utilising what already
exist. Real Deadstock Fabric is far more energy efficient than producing
new fabric, while it keeps unwanted material out of landfills.
Initially, many might think Deadstock only covers fabric that didn’t pass a chemical or quality test. Although
this might have been true 30 years ago, today with the growing awareness and effort for sustainable
fashion, the industry has learnt to make better usage of:

• Unsold, surplus fabric from fabric mills
• Unused fabric bought by brands
• Fabric scraps from production

these fabric that would have been destined for landfills represent what Deadstock is today. They have
high quality standards and are vast in designs.

Deadstock Fabric is limited in quantity and is unlikely to be found elsewhere or ever again. As a designer, working with Deadstock helps me think creatively and brings variety to my collection. The limited quantity also means that the exact same style can not be replicated. Our designs will never exceed a total production value of 15 pieces; making every collection unique and exclusive by nature!

However, given the rising popularity of Deadstock Fabric, a growing issue is that it can encourage mills to overproduce; if they see a market opportunity. This creates a new concern: to what extant is Deadstock sustainable, and to what extant is it green washing?

In a nut shell, if the fabric has already been produced/bought by a brand, but is not used or finished; it is genuine deadstock. On the flip side, when a fabric is purposely produced to cater to the market’s need for deadstock, it becomes green washing.

To avoid supporting any ‘Intentional-Deadstock’, at Amie Ellis, we work closely with knowledgeable mills and suppliers in the UK. Where we have control over the quality and life journey of all of our materials.

We only design with Deadstock Fabric. Since fabric is only one component of a brand’s sustainable
journey, we actively pursuit the followings to achieve our goal as an ethical and sustainable brand:

• Supporting local manufactures and producers in the UK
• Having safe and regulated working environment
• Paying fair wages
• Stocking a high percentage of natural and/or single fibre Deadstock Fabric
• Avoiding hazardous chemicals
• Minimising water and other waste from the production process
• Minimising carbon footprint by scouring locally
• Producing small batch designs

Email us to find out more! info@amieellislondon.uk